ABSTRACT
□ The study assessed the decisions of shoppers of live seafood and the influence of various factors using a latent class probit model in the Midwestern United States. The results suggest the presence of heterogeneity among shoppers and the existence of two groups of shoppers. One group that could be best described as “traditional shoppers” made purchase decisions that were influenced by their ethnic cultural heritage traditions and economic considerations. Product appearance and weekly frequency of purchase were not important variables that influenced the decisions of this group of shoppers. The second group that could be described as “occasional shoppers” purchased live seafood less frequently, mainly in spring/summer. Long-distance travel to shop and the importance of product appearance were factors that affected occasional shoppers in their purchase decisions of live fish/shellfish. For the occasional buyers of live seafood, quality appears to be more important in their decision-making process than economic factors.
